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Trade Show Marketing

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Welcome to the Trade Show Marketing lens!

As a trade show marketing consultant and author of Build a Better Trade Show Image, I've spent years researching the exhibit industry, and subscribe to just about every related publication imaginable (both online and offline). So my goal is to share some of the best resources with you.

Table of Contents

  1. Trade Show News Online
  2. Trade Show Insights podcast
  3. Exhibit Design
  4. Pre-Show Promotions
  5. Giveaways/Promotional Products
  6. In-Booth Attractions
  7. Booth Staffing
  8. Tools for Successful Exhibitors on Amazon
  9. Trade Show Tools in CafePress
  10. New YouTube vids
  11. New Guestbook

Trade Show News Online

Keep up with the trade show biz

Here are some of my favorite sites to keep in touch with what's new in the trade show world.
EXHIBITOR Magazine
The online home for both the magazine and the annual EXHIBITOR Show in Las Vegas.
EXPO Magazine
The magazine for show organizers -- also home of the EXPO podcast.

Trade Show Insights podcast

News, tips & tools to expand your knowledge of exhibiting

Hosted by Marlys Arnold, trade show marketing consultant and author of Build a Better Trade Show Image
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Exhibit Design

Learn how to create a booth that stands out on the show floor

At a trade show, your booth is your storefront, so design accordingly. You must create a unique identity in a sea of other exhibits. Here are some tips to get you headed in the right direction.
Prescription for a better booth
It's always a good idea to design with your ideal customer in mind. Now more and more companies are designing with their customers input as well. Here's how one pharmaceutical company did it and received an impressive increase in leads, as well as rave reviews along the way.
Working with your exhibit designer
So you found an exhibit house to design your next booth. If you want to get the best results with the least headaches, then read this quick list of tips from a design pro. You'll discover how to get input from all your decision makers, as well as how to keep the lines of communication clear with no misunderstandings.
"Adding the 'Wow' Factor"
One area in exhibit design that's often overlooked is effective lighting. Here's an article on how to create a "Wow factor" with lighting at your next event.

Pre-Show Promotions

How will you get on attendees' "must-see" lists?

Often exhibitors make the mistake of assuming that it's the show organizer's job to bring in the traffic. That's only partially correct. While show management should be promoting to bring people to the show (and if they're not, don't exhibit there), it's your job to bring attendees to your booth!
Postcard marketing tips
Besides being a relatively inexpensive promotional tool, there's no doubt that postcard marketing works -- the Center for Exhibition Industry Research (CEIR) reports that 77% of postcards get read. So here is a list of articles on how to use postcards in your marketing campaign. Just one disclaimer ... this is a site that wants to sell you postcards, but they are providing some great free tips.
"Behold the Power of Promotions"
If you exhibit without doing pre-show promotions, it's like throwing a party and forgetting to send out any invitations. How do you expect people to come? You're just one of hundreds of exhibits in that huge exhibition hall, and guess what? Most of the people aren't coming just to see you! Somehow, you have to get on their must-see list.

(I wrote this article for TSEA's Trade Show Ideas magazine several years ago.)

Giveaways/Promotional Products

To give or not to give?

Smart giveaways help you create a memory in attendees' minds, much like a souvenir helps someone remember their vacation experience.
Use promotional items wisely
Here's an article that provides both statistics on the effectiveness of promotional products and tips on how to use them to your advantage. One key point is advance planning: always select your item with plenty of lead time before your show.
Giveaway basics
This basic primer on trade show giveaways answers:
- Why you should consider using giveaways
- What items to consider
- How much you should plan to spend
(Disclaimer: these tips are from a supplier of promotional products.)
Studies show giveaways produce results
Results from two different industry studies show that incentives/promotional products increase referrals and positive corporate images.
Examples of clever giveaways
No matter what your budget, you can find unique and clever items to hand out in your booth. The companies featured in this article found ways to stand out, from tea bags to telescopes!
How to keep your giveaway from becoming a "throwaway"
Hint: No 5-cent pens or stress balls!

In-Booth Attractions

People won't remember everything you tell them, but will walk away with the feeling you've created.

Forget the eye candy -- truly effective booth attractions help you create excitement, build brand recognition, and qualify attendees. Your attraction method must bring your message to life.
"Fishbowls! We don't need no stinkin' fishbowls!"
I know you've seen them ... they collect business cards or slips of paper to give away an incredible prize. Sure, it might not use an actual fishbowl, but the principle is still the same. Doing these in-booth drawings is not really an attraction. If you're giving away the latest hot tech gadget, guess what? You're compiling a list of people who want that gadget, but not necessarily your product or service. Instead, check out some of these clever conversation starters that don't cost a fortune.
(From my TradeShowTips Online monthly e-zine)
"Behold the Power of Promotions"
If your idea of an attraction technique is setting up a fishbowl drawing, you're making a huge mistake. In case you didn't read this article in the Pre-Show Promotions section, take a look now and scroll down to the "Just say 'no' to fishbowls" header to read a list of clever attractions used in various shows around the country.
On the Runway
You don't have to be a fashion company to host a runway show in your booth. I've seen it done with tech products as well as books, and this article profiles a company who modeled ... plastics! Now that's creative!
Attractions on a local scale
Exhibitors often think that "attraction" means "expensive," but that isn't necessarily true. Sometimes the best attraction methods use the most down-to-earth approach, like some of the examples from this Chamber of Commerce show.

Booth Staffing

A poorly trained or unprepared booth staff can spoil an otherwise successful exhibit marketing plan.

According to various industry surveys, 85% of a visitor's overall first impression is based on the booth staffer, and that staffer also accounts for 80% of their final decision to do business with that company!

Selecting your booth staff should be a critical part of your exhibit planning. Not only do you need to have adequate staff, but you need to make sure you have the right staff.
Preach using the choir
You might just find your staffers in the most unusual places ... Cerner Corp. recruited clients to serve as "evangelists" at one show. Let's face it -- people are probably more inclined to listen to a client's rave review than your salesperson anyway!
"Behaving Yourself in the Booth"
Although much of good booth behavior should be considered common sense, it's amazing how many mistakes exhibitors make. Learn how to make a good first ... and lasting ... impression on attendees. You'll also find a link in this article to the "10 Commandments of Trade Show Booth Staffing."
(I wrote this article for TSEA's Trade Show Ideas magazine.)
"No More Excuses! (Why Exhibitors Should Reward Booth Staff)"
Let's face it -- trade shows are hard work, and the people who work your booth deserve to be appreciated for it. Here's a list of excuses companies use, how to overcome them, along with a list of creative incentive ideas.
(I wrote this article for Motivation Strategies magazine.)

Tools for Successful Exhibitors on Amazon

Trade Show Tools in CafePress

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MarlysKA

Having been both an exhibitor and trade show organizer, Marlys Arnold now educates exhibitors. She is co-founder of Kansas City's "Y.E.S. - Your Exhibit... more »

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